THE MEDIA BUSINESS: ADVERTISING -- ADDENDA

THE MEDIA BUSINESS: ADVERTISING -- ADDENDA; Lightening Up Salvation Army

By KIM FOLTZ

Published: January 3, 1991

The Salvation Army is doing its first image campaign in several years. The ads, running in three New York daily newspapers, portray the charity's volunteers as latter-day Guys and Dolls

Appearing under headlines like "Nobody's as hip as we are" and "Nobody has the hot numbers we do" are pictures of the organization's soldiers that look anything but hot or hip. But the tongue-in-cheek ads go on to explain that the Salvation Army is proud of how well its staff gets the job done.

"Most people's impression of the Salvation Army is what they see on the corners at Christmastime, and they have little perception of what these people do," said Dick Eyman, the account director at Brouillard Communications in New York, the organization's pro bono agency since 1966.

"The fact that these people can chuckle at themselves in the headlines is sort of charming," Mr. Eyman said. "It breaks through the facade and shows them as human beings."